MUMBAI: Star Plus has joined handswith Tata Memorial Centre to give outa unique message during the ‘BreastCancer Awareness Month’ of October.Acknowledging the fact that health isa cumulative responsibility of theentire family, the two players havecome together to craft a TVCencouraging all men to support thespecial women in their lives toundergo clinical breast examination asearly detection increases the chancesof cure.Star India CEO Uday Shankar said, “Ithas been our constant endeavour atStar to highlight the issues that havean impact on our lives through sociallyrelevant campaigns. The BreastCancer Awareness campaign is aneffort to remind ourselves thatwomen tend to give more importanceto the needs of the family and end upneglecting their health. Through thiscampaign and keeping with ourthought of ‘Rishta Wahi Soch Nayi’,we are urging men to take the lead increating awareness about BreastCancer for the women in their life.”The commercial has been conceived byOgilvy and produced by Show and TellProductions, which aims to create anationwide impact.Tata Memorial Centre director Dr RABadwe stated, “Breast Cancer, one ofthe most commonly found cancers inIndia, is reassuringly treatable andimmensely curable. An importantprerequisite inspiring the positiveoutcome is early detection. Bringing‘home’ this prominent fact is acollaborative endeavour of Star Plusand Tata Memorial Centre which notonly spreads the message of earlydetection but also gently propoundsthe verity that health is a cumulativeresponsibility of the entire family.”The 60-sec TVC is already on air onthe channel and Star Plus aims todrive home the importance andrelevance by narrating a story thatresonates with today’s society. It istrying to engage the men of thenation with a message of ‘she mayforget but you can’t, and to be alertand be a part of the Breast CancerAwareness.http://www.televisionpost.com/television...ess-month/